Pricing Your Childbirth Education Classes

Sep 28

If you’ve just finished your training and you’re ready to launch your childbirth education business, one of the trickiest questions you’ll face is: How much should I charge for my classes?

Charge too little, and you risk burnout while barely covering your costs. Charge too much, and you might worry about scaring families away. Finding the right price is about more than picking a random number — it’s about building a sustainable business that reflects your value.

In this blog, we’ll break down what to consider when setting your rates, common pricing models, and how to feel confident charging what you’re worth.

Why Pricing Matters

Pricing isn’t just about making money — it’s about sustainability, professionalism, and perception.

Sustainability: If you undercharge, you’ll constantly feel stressed and resentful.
Professionalism: Parents equate price with quality. If you’re charging $20 for a multi-week class, it may not be taken seriously.
Perception: Your pricing sets the tone. Families want to feel they’re investing in something worthwhile.

👉 Pricing is part of your brand. It tells people how to see your work.

Step 1: Understand Your Costs

Before you even think about profit, you need to know what it costs to run your classes. Consider:

Training and certification fees (recouped over time).
Teaching space rental (if in person).
Teaching materials (handouts, props, models).
Marketing costs (website, flyers, ads).
Insurance and business expenses.

👉 Add these up and divide by how many students you expect in a year. This gives you a baseline cost per student.

Step 2: Research Local Market Rates

Pricing doesn’t happen in a vacuum. Look at what other childbirth educators, doulas, and perinatal professionals are charging in your area.

Group classes may range from $150–$300 for a multi-week series.
Private classes may range from $200–$500 depending on length and customization.
Online classes may be slightly less but often attract a wider audience.

👉 You don’t have to match exactly, but knowing the local landscape helps you stay competitive.

Step 3: Choose a Pricing Model

There are several ways to structure your pricing.

Flat Rate for a Series

E.g., $250 for a 6-week series, includes materials and partner participation.

Pros: Simple, predictable, easy to market.
Cons: Less flexibility for parents who only want certain topics.

Per Class Pricing

E.g., $40 per class, choose the sessions you want.

Pros: Accessible for families on a budget.
Cons: Less commitment, harder to predict income.

Private Sessions

E.g., $300 for a 3-hour private class, tailored to the family.

Pros: High value, flexible, personal.
Cons: Requires more prep time, fewer families served at once.

Package Deals

E.g., $450 for childbirth education + breastfeeding + newborn care.

Pros: Increases revenue per client, offers comprehensive care.
Cons: Requires expertise across multiple topics.

👉 Many educators use a mix: group classes as their main offering, plus private sessions at a higher rate.

Step 4: Factor in Your Value

Your price shouldn’t just cover costs — it should reflect your expertise and the value families receive.

You’re not just teaching — you’re reducing fear, building confidence, and shaping birth experiences.
You’ve invested in training, certification, and ongoing education.
Families save money by making informed choices (avoiding unnecessary interventions, preparing for postpartum).

👉 Don’t undervalue the life-changing impact of your work.

Step 5: Communicate Your Pricing With Confidence

Parents aren’t just buying a class — they’re investing in peace of mind. Frame your pricing around benefits, not just logistics.

Instead of saying:
“It’s $200 for a four-week class.”

Say:
“For $200, you and your partner will gain tools, confidence, and resources that will support you through birth and early parenting.”

Confidence in how you present your price makes families feel confident investing in you.

Step 6: Adjust Over Time

Pricing isn’t static. As you gain experience, add offerings, or increase demand, you should raise your rates.

Start at the lower end of your market if you’re brand new.
Reassess annually — even a $25 increase adds up.
Add value along the way (bonus resources, digital materials, ongoing support).

👉 Remember, you’re building a long-term business, not just filling seats today.

Final Thoughts

Pricing your childbirth education classes isn’t just about covering costs. It’s about valuing your expertise, setting the tone for your business, and creating a sustainable way to support families.

Do your research, understand your costs, and choose a pricing model that works for both you and your students. Most importantly, own your value — because what you’re offering is priceless.

👉 Bookmark this blog for your business planning.
👉 Read our full guide: How to Start a Childbirth Education Business.
👉 Explore How to Create a Childbirth Class Curriculum That Parents Love.
👉 Join the course “Launch Your Childbirth Education Business”
👉 Don’t forget your 50% off BirthPro Market membership

Jillian Brand https://www.jillianbrand.com